Ashford's customers are all buyers of luxury goods. However, the company needed to further define its target consumers, so it commissioned some research to categorize these buyers. The company has identified four segments that define online buyers of luxury goods: e-Powered Buyer™: Technology savvy and time-starved, passionate and knowledgeable about luxury goods, prefers shopping online. Conventional Status Seeker: Looking to improve their financial status, extremely image conscious, prefers shopping at traditional retailer. Occasional Gift Buyer: Buys luxury goods for gift events, not emotionally involved in category, not style conscious. Bargain Hunter: Price is critical, not involved in category, purchases as a necessity.
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